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关于“大文娱”的报告

本报告研究涉及企业/案例/品牌:爱奇艺,腾讯互娱,林氏兄弟,五元文化,互影科技,Netflix,豆瓣,百度贴吧,微信,优酷,中餐厅,芒果TV,Youtube

中国互动剧产业当前处于探索发展的早期阶段,产业规模及用户认知度都较低。iiMedia Research(艾媒咨询)数据显示,仅有37.9%的受访网民表示对互动剧有所了解,超四成网民对互动剧多种结局及交互式剧情体验较感兴趣;40.8%受访网民未来观看意愿较积极。艾媒咨询分析师认为,互动剧的产生,为视频行业带来技术和内容方面的创新,在满足受众多元化、个性化的观赏需求同时,也能推动传统影视剧行业进行升级,带动需求方和供给方的双向增长。未来在产业投资增加、5G技术不断成熟、行业标准逐渐完善的作用下,互动剧剧作数目快速增加,用户规模随之增长,预计2020年互动剧用户规模将突破1亿人。

China's interactive drama industry is currently in the early stage of exploration and development, with low industrial scale and user awareness. According to iiMedia Research, only 37.9% of the netizens surveyed said they knew about the interactive drama, and more than 40% of the netizens were more interested in the multiple endings and interactive plot experience of the interactive drama; 40.8% of the netizens surveyed had more active willingness to watch in the future. iiMedia consulting analysts believe that the emergence of interactive drama brings technological and content innovation to the video industry. It can not only meet the diverse and personalized viewing needs of the audience, but also promote the upgrading of traditional film and television drama industry, and drive the two-way growth of the demand side and the supply side. In the future, driven by the increase of industrial investment, the continuous maturity of 5G technology and the gradual improvement of industrial standards, the number of interactive dramas will increase rapidly, and the user scale will increase accordingly. It is estimated that the user scale of interactive dramas will exceed 100 million in 2020.

本报告研究涉及企业/品牌/案例:腾讯,英特尔,完美世界,谷歌,电信,华为,网易游戏,三七互娱,金山云,格来云游戏,视博云,红手指,小沃科技,达龙云电脑,中国联通,中国移动,阿里云,Ubitus,海马云,中国信通院

2019年以来,中国5G商用落地加速,云游戏作为重要的应用场景,商业价值日益凸显,逐渐成为多方厂商争相布局的热门赛道。虽然部分初创企业早有布局,但受技术、内容、体验感等多种因素制约,云游戏在中国市场并未得到广泛推广,用户认知程度不高。iiMedia Research(艾媒咨询)数据显示,66.9%的受访网民对云游戏了解较为匮乏,其中完全没听过的占27.8%。艾媒咨询分析师认为,5G的快速推进,让云游戏重回发展风口,云游戏产业投入力度将会大幅增加,有利于提升社会的关注度、认知度以及参与度。预计未来三年,中国云游戏用户将保持较高的增长速率,至2021年用户规模将达3.73亿人。与此同时,云游戏也将带动整个游戏产业链的变革,提升游戏开发商产业链话语权,激化云游戏平台之间的竞争,推动游戏内容品质升级。

Since 2019, China's 5G commercial landing has accelerated. As an important application scenario, cloud games have become increasingly prominent commercial value, and gradually become a hot track for multiple manufacturers to compete for layout. Although some start-ups have layout for a long time, restricted by technology, content, experience and other factors, cloud games have not been widely promoted in the Chinese market, and the user awareness is not high. According to the data of iiMedia research, 66.9% of the Internet users interviewed lack of knowledge about cloud games, of which 27.8% have never heard of it. iiMedia consulting analysts believe that with the rapid promotion of 5G, cloud games will return to the development outlet, and the investment in cloud game industry will increase significantly, which is conducive to improving the attention, awareness and participation of the society. It is expected that in the next three years, cloud game users in China will maintain a high growth rate, and the number of users will reach 373 million by 2021. At the same time, cloud games will also drive the transformation of the entire game industry chain, enhance the voice of game developers in the industry chain, intensify the competition between cloud game platforms, and promote the upgrading of game content quality.

本报告研究涉及企业\品牌\案例:微信,QQ,微博,陌陌,探探,抖音,全民K歌,豆瓣,知乎,贴吧,珍爱网,钉钉,脉脉,领英,Keep,Soul, 多闪,马桶MT,聊天宝,YY,Real如我,快手,积目,纸条,出去玩,职声,恋爱圈,秀蛋,点心,SUGAR苏格,相亲交友,薄荷运动,绿洲,ZAO,知乎,糖豆

随着技术与文化的变迁,人们的社交需求逐渐趋于个性化、多样化、开放化,以“双微”为代表的成熟社交产品已无法满足移动社交用户日益变化的新需求,移动社交产品的长尾效应进一步凸显。iiMedia Research(艾媒咨询)数据显示,仅有57.6%的受访网民偏好纯熟人社交;视频社交方式成为继文字、图片之后,网民最偏好的社交方式;44.3%的受访网民表示可以接受社交产品电商行为。虽然目前微信的社交关系链庞大且稳固,用户对微信的依赖程度也较高,但过载的人际关系、冗杂的产品功能、浓厚的营销风气、泛滥的内容信息让用户背负越来越重的社交成本,其中过度营销和信息泛滥更是成为众矢之的。艾媒咨询分析师认为,在移动社交市场濒临变革的重要窗口期,微信更应重视内部产品的革新需求。

With the changes of technology and culture, people's social needs gradually become more personalized, diversified and open. Mature social products represented by WeChat and Weibo can no longer meet the ever-changing new demands of mobile social users. Mobile social products The long tail effect is further highlighted. According to iiMedia Research, only 57.6% of the Internet users surveyed prefer the social interaction of the acquaintances; the video social mode becomes the most preferred social mode for netizens after the text and pictures; 44.3% of the netizens surveyed said they can accept the social Product e-commerce behavior. Although WeChat's social relationship chain is huge and stable, and users rely heavily on Wechat, but overloaded interpersonal relationships, redundant product features, strong marketing ethos, and flooding of content information make users bear more and more social costs, over-marketing and information flooding have become the target of public criticism. iiMedia Consulting analysts believe that the mobile social market is on the verge of change, WeChat should pay more attention to the innovation needs of internal products.

本报告研究设计企业/品牌/案例:抖音,快手,火山小视频,VMate,Tik Tok,微信,微博,百度新闻,小红书,京东,虎牙直播,汽车之家,bilibili,微播易,斗鱼

在政策驱动、海外扩张、科技等因素的驱动下,短视频规模实现快速扩张,2018年增长率为107.0%。iiMedia Research(艾媒咨询)数据显示,2019上半年,在短视频内容领域,短视频用户对PGC内容(专业生产内容)表现出更高的偏好,对于PGC和UGC(用户生产内容)结合的视频偏好率由37.4%上升至43.6%。短视频用户付费意愿大幅度增加,从31.3%增长至54.8%,过半用户现在更愿意为其喜爱的视频付费。用户在短视频平台频率最高的互动行为仍然是“点赞”,而点赞、分享转发等互动比例明显上涨,用户的互动意愿明显提升,短视频用户之间的连接关系逐步增强。在短视频营销领域,短视频市场规模预计突破200亿元,中国短视频MCN机构数量将超5000家, MCN机构进一步提高商业化效率,助推行业创新改革。短视频MCN呈现出垂直化、专业化、商业变现模式多样、技术化等新趋势。随着5G的发展,5G的商用落地有效降低创作者的门槛,短视频用户体验也将得到进一步优化。在5G的加持下,用户在短视频的互动体验将越趋丰富,其传播性也将得到有效提升。5G将会以其强大的优势推动短视频行业的发展,短视频将迎来“又一春”。

Driven by policy, overseas expansion, technology and other factors, the scale of short video has expanded rapidly, with a growth rate of 107.0% in 2018. According to iiMedia Research, in the first half of 2019, short video users showed a higher preference for PGC content (professional production content), and the video preference rate for the combination of PGC and UGC (user production content) increased from 37.4% to 43.6%. Short video users'willingness to pay increased significantly, from 31.3% to 54.8%. More than half of users are now willing to pay for their favorite videos. Users'most frequent interactive behavior in short video platform is still "point praise", while the interactive proportion of point praise, share and forwarding has increased significantly. Users' willingness to interact has increased significantly, and the connection between short video users has gradually strengthened. In the field of short video marketing, the scale of short video market is expected to exceed 20 billion yuan, and the number of short video MCN institutions in China will exceed 5,000. MCN institutions will further improve the efficiency of commercialization and help promote industrial innovation and reform. Short video MCN presents new trends such as verticalization, specialization, diversification of commercial cash flow modes and technicalization. With the development of 5G, the commercial landing of 5G effectively reduces the threshold of creators, and the short video user experience will be further optimized. With the support of 5G, the interactive experience of users in short video will become more and more abundant, and its dissemination will be effectively improved. 5G will promote the development of short video industry with its strong advantages, and short video will usher in another spring.

本报告研究涉及企业/品牌/案例:斗鱼,虎牙,企鹅电竞,战旗直播,触手,章鱼TV,直播吧,腾讯体育,映客,花椒,NOW直播,抖音,KK直播,一直播,Bilibili,YY,快手,酷狗直播,蘑菇街,淘宝直播,目睹,好视通,布马网络

随着自制综艺、5G技术、虚拟直播等在线直播新浪潮的出现,在线直播平台用户规模持续上涨,2019年中国在线直播用户规模预计将超5亿人。2019年第二季度,在娱乐内容类直播平台中,花椒直播月活跃用户数超2600万,位居行业第一。iiMedia Research(艾媒咨询)数据显示,在自制综艺方面,近六成受访直播用户愿意观看直播平台的自创综艺且男女比例基本持平,其中,花椒直播平台自创节目最受受访直播用户青睐,大批专业主持人进驻花椒直播平台为花椒直播输出优质内容提供了重要保障。用户对直播平台自创综艺节目前景持乐观态度,56.2%的受访直播用户认为直播平台自创综艺节目发展前景一般,近三成受访直播用户表示看好。在直播带货方面,四成受访直播用户偶尔会选择购买明星/网红电商直播推荐产品,并且选择消费的女性用户占比超过男性用户,而衣物是直播平台用户最常购买的直播平台商品品类。内容垂直化或将成为在线直播行业竞争的主旋律,平台将更多把内容聚焦在某一特定用户群体的需求。未来直播行业内容垂直化趋势将更加明显,除了娱乐、游戏直播外,包括教育、电商等细分市场或将涌现新的市场机会。

With the emergence of the new wave of online live broadcasting, such as home-made variety, 5G technology and virtual live broadcasting, the scale of users of online live broadcasting platform continues to rise, and the scale of users of online live broadcasting in China is expected to exceed 500 million in 2019. In the second quarter of 2019, in the entertainment content live broadcasting platform, pepper live broadcasting has more than 26 million active users per month, ranking first in the industry. According to iiMedia Research data, nearly 60% of the respondents are willing to watch the self-created variety of the live broadcast platform, and the proportion of men and women is basically the same. Among them, the self-created program of the live broadcast platform of pepper is the most popular among the interviewed users, and a large number of professional hosts are stationed on the live broadcast platform of pepper. Broadcasting and output of high-quality content provides an important guarantee. Users are optimistic about the prospects of self-created variety shows on live broadcasting platform. 56.2% of the respondents think that the development prospects of self-created variety shows on live broadcasting platform are general, and nearly 30% of the respondents are optimistic. In the aspect of live broadcasting, 40% of the respondents occasionally choose to buy star/online red e-commerce live broadcasting recommendation products, and choose to consume more female users than male users, while clothing is the most commonly purchased product category of live broadcasting platform. Verticalization of content may become the main theme of competition in the online live broadcasting industry, and the platform will focus more on the needs of a particular user group. In the future, the vertical trend of content in live broadcasting industry will be more obvious. In addition to live entertainment and game broadcasting, new market opportunities will emerge in the market segments including education and e-commerce.

本报告研究涉及企业/品牌/案例:荔枝,喜马拉雅FM,蜻蜓FM,懒人听书,酷我听书,听书神器,企鹅FM,kilakila,百度,华为,vivo,今日头条,小米,阅文听书、猫耳FM,B站,凤凰FM

在线音频是指通过网络流媒体播放、下载等方式收听的音频内容,主要包括有声读物、网络电台、语音直播、互动娱乐等形式。随着在线音频内容的进一步开放,以及用户场景需求得到进一步挖掘,在线音频市场有望保持稳定快速增长态势。iiMedia Research(艾媒咨询)数据显示,2018年中国在线音频市场用户规模达4.25亿人。预计到2020年,中国在线音频用户规模将达5.42亿。2019上半年中国有过半网民使用过在线音频APP,其中常收听语音直播的人群比例为46.2%。在这些用户中,主播的声音、直播内容的质量是用户比较关注的因素。另外,多数语音直播听众在收听时有过付费行为,语音直播内容付费有着较大的潜力。但是内容违规和版权问题依旧是行业痛点,市场竞争格局也愈发激烈。未来在线音频市场将会继续加强优质内容和内容生态的打造,借助技术的发展,深耕用户场景需求,使业务更加多元化

Online audio refers to audio content listened through network streaming media, including audio books, network radio, audio live broadcast, interactive entertainment and other forms.With the further opening of online audio content and the further mining of user scenarios, the market of online audio is expected to maintain a steady and rapid growth. According to iiMedia Research, China's online audio market had 425 million users in 2018.China's online audio users are expected to reach 542 million by 2020.More than half of China's Internet users have used online audio apps in the first half of 2019, and 46.2% of them often listen to voice broadcast.Among these users, the sound of anchors and the quality of live broadcast content are the factors that users pay more attention to.In addition, most listeners of voice broadcast have paid for listening, so there is great potential to pay for the content of voice broadcast.However, content violations and copyright issues are still pain points in the industry, and the market competition is becoming increasingly fierce.In the future, the online audio market will continue to strengthen the creation of high-quality content and content ecology, with the help of the development of technology, deeply explore the needs of user scenarios, and make the business more diversified.

本报告研究涉及企业/品牌/案例:万达电影,中国电影,光线传媒,华谊兄弟,华策影视,捷成股份,横店影视,奥飞娱乐,文投控股,北京文化,阿里影视,大地影视,联合,中影南方,中数,中影星美,横店,金逸,幸福蓝海,腾讯视频,优酷,爱奇艺,芒果TV,哔哩哔哩,咪咕视频,搜狐视频,暴风影音,360影视大全,乐视视频,

2015年开始,全球电影产业进入高速发展阶段,3D电影逐渐普及并吸引用户踏入影院,以获得更好的视觉体验。2018年,全球数字银幕数量达到18.2万块,同年电影票房达到411亿美元。艾媒咨询分析师认为,全球电影产业的高速发展,也得益于技术推动和中国市场贡献。2009-2017年中国电影票房保持快速增长态势,复合增长率为27.2%,这一方面得益于国家队电影及相关文化产业的扶持和资本入驻,另一方面电影购票等APP应用普及功不可没。特别是移动互联网应用的普及,令中国电影产业链体系完善并未来朝向数字化的方向发展。

Beginning in 2015, the global film industry has entered a stage of rapid development, and 3D movies have become popular and attracted users to enter the theater for a better visual experience. In 2018, the number of global digital screens reached 182,000, and the box office of the same year reached $41.1 billion. Ai Media Consulting analysts believe that the rapid development of the global film industry has also benefited from technology promotion and contribution from the Chinese market. In 2009-2017, the box office of Chinese movies maintained a rapid growth trend with a compound growth rate of 27.2%. This is due to the support of the national team film and related cultural industries and the capitalization of the capital. On the other hand, the application of APP for ticket purchases is not available. No. In particular, the popularity of mobile Internet applications has made the Chinese film industry chain system perfect and the future toward digitalization.

本报告研究涉及企业\品牌\案例:迪士尼集团,默林娱乐,华侨城集团,宋城演艺,长隆集团,海昌集团,华强方特,六旗集团,雪松会娱乐公司,海洋世界娱乐集团,团聚公司集团,环球影城,曲江文旅,光线传媒,迪士尼魔法王国,上海迪士尼乐园,东京迪士尼海洋,迪士尼未来世界,迪士尼好莱坞,爱宝乐园,香港海洋公园,迪士尼加州冒险乐园,美国冒险岛,乐天世界,长岛温泉公园

全球旅游市场的蓬勃发展刺激了全球主题公园产业发展,但主题公园基本形成寡头竞争格局,迪士尼和默林娱乐的游客接待量明显最高;中国方面,2018年华侨城、华强方特、长隆三大主题公园集团增涨幅度最大。iiMedia Research(艾媒咨询)研究发现,为保持持续竞争力,主题公园着力打造多种IP形成品牌效应,保持品牌及IP的持续竞争力。但是目前,中国主题公园主要来自门票收入,二次消费贡献度低,因此,主题公园开拓“尖叫经济”“快乐经济”“夜间经济”卖点,逐步实现景区向度假区综合体的转变,以延长游客的停留时长、刺激游客二次消费。另外,艾媒咨询分析师认为,主题公园是拉动当地经济、建构城市名片的有效途径,部分城市积极发展主题公园并且开始探索度假综合体等的转变路径,例如,上海迪士尼、广东长隆等。

The booming global tourism market has stimulated the development of the global theme park industry, but the meme parks basically formed an oligarchic competition pattern, Disney and Merlin Entertainments received significantly the highest number of visitors, and in China, the three major theme park groups of Overseas Chinese City, Huaqiang Fangte and Changlong increased the most in 2018. IiMedia Research research found that in order to remain competitive, theme parks focus on building multiple IP-forming brand ingress soneffects to maintain the continued competitiveness of brands and IP. But at present, China's theme parks mainly from ticket revenue, secondary consumption contribution is low, therefore, the meme parks to explore the "scream economy" "happy economy" "night economy" selling point, and gradually realize the transformation of scenic spots to resort complex, in order to extend the length of stay for tourists, stimulate tourists to spend twice. In addition, Ai Media Consulting analysts believe that theme parks are an effective way to stimulate the local economy, the construction of city business cards, some cities actively develop theme parks and began to explore vacation complexes and other transformational routes, such as Shanghai Disney, Guangdong Changlong and so on.

本报告研究涉及企业/品牌/案例:滴滴出行,驴妈妈,携程,京东,大众点评,里昂灯光节,悉尼灯光节,北京路步行街,天河路商圈,珠江琶醍,广州灯光节,长隆欢乐世界,珠江夜游,黄浦江游览,重庆两江夜游,武汉夜游长江,夜游三亚湾,鹭江夜游,闽江夜游,钱塘江夜游,千岛湖夜游,蓝色港湾,世贸天阶,簋街,合生汇,朗园,食宝街,荟聚,中粮·祥云小镇,奥林匹克公园,上地,五道口,常营,方庄,鲁谷,梨园,永顺,回龙观,天通苑,三里屯,五棵松

夜间经济的消费者不仅有助于拉动本地居民的内需,还能延长外地游客、商务办公者等的留存时间,带动当地经济发展。目前如英国伦敦、美国纽约等已经将其夜间经济发展打造为一项文化地标。中国方面,线上及线下的夜间消费需求逐渐丰富,夜间消费比例约占总体零售消费的六成,预计2020年中国夜间经济规模将突破30万亿元。因此,北京、上海、广州、西安、成都等大力推进夜间经济发展。艾媒咨询分析师认为,夜间消费市场将成为近几年的重要发力领域,但是,目前提供的夜间消费产品形态相对较少,部分投资开发仍处于初期阶段;特别是公共交通设施、夜间安全隐患、夜间服务人员被配等需要进一步加强,以适应和推动夜间经济的健康发展。

Consumers of the night economy not only help to boost the domestic demand of local residents, but also extend the retention time of foreign tourists, business office workers, etc., and promote local economic development. At present, such as London, New York, The United States has its night economic development as a cultural landmark. On the Chinese side, with the development of e-commerce industry, takeaway industry and so on, night consumption demand is gradually enriched, the proportion of night consumption accounts for about the overall retail consumption process, therefore, Beijing, Shanghai, Guangzhou, Xi'an, Chengdu and so on vigorously promote night economic development. Ai media consulting analysts believe that the night consumer market will become an important area of power in recent years, but the current provision of night consumer products in a relatively small form, some investment and development is still in the early stage; to adapt to and promote the healthy development of the night economy.

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